Legal and ethical considerations - CAP/ASA remit

Introduction

This blog post will include the information on how and if our advert adheres to the CAP/ASA codes and legislation to ensure that our media product has gone through the legal and ethical considerations.

Considerations

The following bullet points are the top 10 reasons as to why people find adverts breaking legal and ethical considerations. So to ensure that our advert does not cause offence to the viewers, we will ensure that we have considered all of the items. If any factors are unavoidable, we must find a way of protecting those in harm.

• misleading information (based on price, before and after shots, editing, statistics, post-production techniques, etc) - We will ensure that we do not place any misleading information as we are only promoting our store brand, there will be no prices, purely products that will be available from our brand. We will do editing, but only on the recorded scenes, the models or products will not be altered in anyway for false enhancing.

• depiction of women - We may have a few issues on the way our female model will be depicted as we want her to look attractive, but we will ensure that our model is and looks 18+ and we will not portray her in a majorly sexual manner.

• depiction of men - The male model will also be depicted in a attractive manner, but again we will ensure he is and looks a appropriate age and is not shown in a over-sexual manner.

• depiction of animals - Our advert has no use of animals

• depiction of children - Although our advert is aimed at 16-23 year olds, we will not be using any models under the age of 18 to ensure we do not have any use of under-aged models.

• sex - Our advert will be using methods which will make our models attracted to each other, but the pure focus of the advert is the outfits, we will not be including any blatant sex shots.

• religion - The theme of our advert is fashion, and we will try not to include any aspects which include religion (unless pure for fashion trend reasons, e.g. the Cross)

• language - There will be no use of diegetic sound in our advert, only the soundtrack of Justin Timberlake - Suit and Tie. The lyrics for the song have been checked and there are no harmful content in the soundtrack.

• race - We have tried to use models of different races to ensure we do not cause offence or favoritism to nay particular race. We want our advert to reach all races within our target audience to have a higher viewer rating.

• disability - We have ensured not to cause any offence to disabilities or health issues within our advert

One issue which may cause some controversy is that our advert will include the use of alcohol and Sheesha smoke use. This is harmful upon younger viewers as they will be easily influenced. Also, because our target range is 16-23, many of them may be under-aged amongst the issue of alcohol and drug/smoke use so we have decided that our advert will be a watershed advert, which means it will only appear on air after 8pm and banned from children channels/timings. 

Bibliography

http://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom) (09/03/2013)

http://en.wikipedia.org/wiki/The_CAP_Code (09/03/2013)

http://www.asa.org.uk/ (09/03/2013)

http://www.cap.org.uk/ (09/03/2013)

Budget proposal for fashion advert

Introduction:

In this blog post, I am going to research and present the findings of any production research needed towards our fashion advertisement. My media product will be a low budget product, so costs will be reasonably low.

Resources:

Personnel:

(1) The personnel needed for the production of my short media product will be a producer, director, researcher, script writer, equipment operator (camera, lights, sound), editor, actor/actresses, set/location designer.

All of these members must be asked for permission and I must take into account of costs to the personnel.

Talent

Talent needed for each member of personnel must be based on the experience and qualifications achieved.

E.g. director must have previous experience, models must have modelling/performing experience, editor must have qualifications on editing software/hardware.

Finance

(refer to costs)

Suppliers/equipment

(2) Suppliers are needed to get the appropriate equipment and resources needed. The equipment needed to help in making my product are;

• camera
• tri-pod
• microphone/audio recorder
• boompole
• dolly/tracker
• lighting
• editing software/hardware (Photoshop, computer basics (monitor, keyboard, hard drive, mouse) camera accesories, headphones/speakers)

The props that need to be taken into account for the purpose of the production are;

• black, white and patterned backdrops
• alcohol bottles
• sheesha pot
• chair
• clothing items (clothes, shoes, jewellery, accessories)
• Make-up/hair products
• projector

All of these equipment will need to put into costs/budgeted.

Facilities

The facilities that are available to allow me to plan and create my media product are at home, the work place (schools), public facilities (library, internet cafes, etc).

I must take into account if any costs are needed when using these facilities, e.g. usage fees, electrics, printing costs, etc).

Locations

For our media product, we have chosen to set our locations in Sidney Stringer Academy theatre, as we need a wide enough space to place the large backdrops and need the appropriate lighting.

Logistical support

Logistic support is taking into consideration on the equipment used and the costs to help us move our equipment and personnel from each location.

As all of our production will be done within the same building, we do not need to rent out any vehicles to help us with mobility.

Costs:

All of these costs are estimated according to research through primary and secondary research. This is not the finalized amount and it will be used to help budget my finances. (3)

Personnel:

producer (£50)

director (£50)

researcher (£45)

script writer (£45)

equipment operator (camera, lights, sound) (£20)

editor (£50)

per actor/actresses (£35)

set/location designer (£20)

TOTAL: £315

Suppliers/equipment: (4)

camera (£300)

tri-pod (£20)

microphone/audio recorder (£25)

boompole (£35)

dolly/tracker (£70)

lighting (£15)

editing software/hardware (Photoshop, computer basics (monitor, keyboard, hard drive, mouse) camera accesories, headphones/speakers) (£500)

black, white and patterned backdrops (Borrowed/rented for free)
alcohol bottles (£7)
sheesha pot (Borrowed)
chair (Borrowed)
clothing items (clothes, shoes, jewellery, accessories) - (Models bringing own)
Make-up/hair products (Models bringing own)
projector (Borrowed)

TOTAL: £972

(Some of the equipment prices have been estimated from Amazon.co.uk)

Facilities:

Home (£20)

Work environment (schools) Free

Library (£5)

TOTAL: £25

Locations:

Sidney Stringer Academy theatre (£0)

FINAL TOTAL: £1312

FINAL BUDGET: £1500

Placement:

My finalised media product will  be webcasted, which means I will place the video on YouTube.com and it will be available to download and share on other websites, e.g. Blogger, Facebook, etc.

Bibliography:

(1)http://edtech.guhsd.net/video/videoroles.html (07/03/2013)

(2)http://www.indie-film-making.com/video-equipment/ (07/03/2013)

http://www.ehow.com/video_2384807_equipment-making-documentary-film.html (07/03/2013)

(3)http://www.indie-film-making.com/setting-a-budget/ (07/03/2013)

(4)http://www.telegraph.co.uk/culture/film/film-life/7594223/Making-a-short-film-the-essential-equipment.html

(5)http://www.vanrentals.co.uk/listveh.php (07/03/2013)

http://www.ehow.com/video_2384807_equipment-making-documentary-film.html (07/03/2013)

(3)http://www.indie-film-making.com/setting-a-budget/ (07/03//2013)

(4)http://www.telegraph.co.uk/culture/film/film-life/7594223/Making-a-short-film-the-essential-equipment.html

(5)http://www.vanrentals.co.uk/listveh.php (07/03/2013)

Shooting schedule and Equipment list

Introduction

This blog post will include the information of a shooting schedule and the equipment list for our television fashion advert.

Equipment list & Location

We have decided to shoot our television advert in the Sidney Stringer Academy theatre for three consecutive weeks (11/03/13, 18/03/13, 25/03/13). We have gained permission to use the location for the three weeks from the timings of 1.00pm - 4.00pm.

The equipment and props that we need by the 11th March 2013 are;

• HD Canon camera and charger
• SD memory card and reader
• Tripod
• Apple mac
• key, background and filler lights
• black, white and patterned backdrops
• alcohol bottles
• sheesha pot
• chair
• clothing items (clothes, shoes, jewellery, accessories)
• Make-up/hair products
• projector
• Music device (to play sound track to help us remember/include the beat of the songs)

Shooting schedule

Date	Task	What needs to be done
04/02/2013	Pre - production	Got the brief and mind mapped ideas down for our advertisement product. Carried out tasks like; -Mind map -mood board -word board
11/02/2013	Pre - production	Finalised out theme and idea for our advert. Did some research on similar existing fashion adverts. Carried out tasks like; -Storyboard -mind map -Analysis of existing adverts
18/02/2013	Pre - production	Added structure to our advert idea. Brainstormed ideas for start middle and end. Product forming. Carried out tasks like; -Story board -mise-en-scene -considering target audience -characteristics of advertising
25/02/2013	Pre - production	Carried out various pre-production tasks. Carried out a focus group for further research ideas on our product. Carried out tasks like; -Focus group filming -treatment/proposal -risk assessment -music/sounds
04/03/2013	Pre - production	Carried out various pre-production tasks. Got permission for location and models. Carried out tasks like; -looking and asking for permission for location space and models -collecting and gathering props -working out the budget
11/03/2013	Production	Filming first part of advert (Males scene) Carried out tasks like; -Setting up -getting the model ready and revised of the scene -directing and recording scenes -being aware of health and safety risks
18/03/2013	Production	Filming second part of advert (Females scene) Carried out tasks like; -Setting up -getting the model ready and revised of the scene -directing and recording scenes -being aware of health and safety risks
25/03/2013	Post - production	Editing the collected scenes so far (female part) on Adobe Premier Pro CS4
01/04/2013	Holiday	-
08/04/2013	Holiday	-
15/04/2013	Post - production	Editing the collected scenes so far (female part) on Adobe Premier Pro CS4 and finishing off any incomplete blog work
22/04/2013	Production	Filming final part of advert (Male and female joining) Carried out tasks like; -Setting up -getting the model ready and revised of the scene -directing and recording scenes -being aware of health and safety risks
29/04/2013	Post - production	Editing the collected scenes so far (female part) on Adobe Premier Pro CS4 and finishing off any incomplete blog work
06/05/2013	Post - production	Deadline for media production. Evaluating and receiving feedback.

The shooting schedule does not include any out of hours filming or work. Tasks will also be carried out throughout the week to ensure we keep on top of our schedule.

Proposal for fashion advert

Introduction

This prezi is our proposal presentation for our fashion television advert. The proposal includes the information;

• Purpose
• Target audience
• Fashion trends
• Mise-en-scene
• Props
• Characters
• Mood board
• Music
• Structure of the plot

http://prezi.com/aa3ewpjdhfvi/copy-of-untitled-prezi/

Vlogs

Introduction

This video have been made to proof and show our progression in making our fashion advert.

Formal risk assessment and equipment checklist

Introduction

This blogpost will contain scanned images of our formal risk assessment and equipment checklist sheets to show consent before starting our production (filming) of our fashion advertisement.

Risk assessment

Equipment checklist

Risk assessment

Introduction

In this blog post, I will discuss and highlight the risks and health and safety issues for our one minute single camera production.

Risk assessment

1. identify the hazards

The hazards that might be involved within the production of our media product are just minor injuries like tripping over wires and injuring on appliances. But no major harm and hazards will be a threat.

We are highlighting the main aspects that could bring harm to actors while we are filming our advertisement. The risks which may occur are;

• Trips and accidents could happen due to wires and obstructions from camera wires and other props
• The electrical equipment may over heat so we need to be aware of the temperature of the equipment
• We need to be aware of our backgrounds as they will be put up, ad they will be held up by stands, which means it will be unstable. We need to make sure that the backgrounds are secure and does not danger anyone.

2. decide who might be harmed

The people who may be harmed are the filming crew and the actors/actresses in the product.


3. Precautions and solutions

The precautions and solutions that we can do to ensure the safety of the people involved in the production of the film are making sure we follow safety procedures when handling goods, and putting up signs and informing people of any hazards which may occur.
Bibliography

http://www.hse.gov.uk/risk/threesteps.htm (06/12/2012)

Techniques and styles for our advert

Introduction

This blog post will include information on the techniques, styles and strategies that will be used in our advert to make it more effective to the viewer. It will also comment on any media theories that may be applicable to our advert.

Persuasive techniques

gaining attention: (shock, humour, surprise) An easy way of gaining the attention of customer is to create a media product that will shock or release energy/feelings towards a customer. These are more effective because it will gain a reaction from the audience more, thus making sure that they remember the advertisement.

The reason why we are using techniques to gain attention is so the audiences' mind and attention will be fixed on the advert, and they will be attracted to keep a interest on what is happening. This will give a higher chance of ensuring that they take the advert on board and the messages and subconsciously received (communication).

We are going to make sure we get their attention by the use of alcohol bottles/Sheesha pipe as these props are quite contradictory in a fashion advert.



Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. A slow paced song sets the mood of relaxing or sadness, whereas a fast paced son will help make the advert energetic.

The use of non-diegetic music in our advert is going to be our only auditory sound, as we are going to only include the soundtrack "Suit and tie - Justin Timberlake ft. Jay-Z". We have chosen this song as it relates to our theme and message that we are trying to convey to the audience.


attractive people: the persuasive technique of using attractive people within a advertisement is a effective in gaining customers for a product/service because the viewers are attracted in the people, which grabs their attention, and the message conveyed in the advertisement is picked up consciously.

One of the main points and strategies that we are focusing on for our fashion advert is using attractive people. This is because the purpose of a fashion advert is looking good, feeling confident and attracting people. So we made sure that we use attractive and professional models to help us with our advert as it will give a more professional look.


repetition of product name:The technique of using repetition of the product name is to help establish the name in the target market's mind, so they will not forget the product, and they will be able to recognize it if the see the product anywhere else.


As we have no diegetic speech/jingles or any other way of promoting our brand, We are going to visually show repetition of our product name/logo at the start and end of the video as this is the only way that the audience will recognize and be familiar with the company.

We have chosen to only promote our advert visually as the music used in the background is important that it is not interrupted and "light travels faster than speed" so customers will see and retain the logo in their mind faster than hearing a jingle.

Strategies

Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. 

Our advert will be using the strategy of using portraying amazing products by ensuring that the clothing modeled in the scenes is the center of attention. This so viewers are clear on what products we offer and to help fulfill the purpose of the advert.


Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group. 

The use of the strategy "ideal social groups" is going to be used in our advert to show that if you purchase our clothes, or use products from Lumiere, you will fit into a more niche market, and instantly become more stylish, and attract more people.


Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.

Selective editing will be used in our advert as we will be taking various shots and angles of the models in their clothes to help us create an effect of "flashy photographer scenes" as well as ensuring that the audience sees the product from its best angle.


Laura Mulvey theory - Male Gaze

Laura Mulvey's "Male Gaze" theory says that in media, the men are predominantly the protagonists and the women are portrayed in a view of sexual objectification which exploits the gender. She says that through the media, they continue the patriarchal view of men being the dominant sex and females are used just to attract viewers and make the film more attractive/sexy.

Our advert will include aspects of the male gaze theory because we will be using the female model to make our advert more sexy by taking close up shots of her lips when she is blowing the smoke, etc. The female will be used more than the male to make the advert seem more attractive because as Laura Mulvey mentions, the female is used more as a sex object as opposed to men.

But our advert wont use the female for purely objectification purposes as our brand will offer products for women too, so the female model is equally as important as the male to help promote our clothing.